A Comprehensive Review of the History of Advertising in China and the World: From a Contemporary Perspective (Second Edition)

Author: Chen Pei'ai
Publisher:
Publish Date: 2002-08-01
Features: This book was first published in 1997 as a foundational theoretical work that systematically studies the history of China's advertising industry and summarizes the development of international advertising. It has been highly praised by various sectors and has become the preferred textbook and reference material for foundational theoretical education and research in advertising history. For this revised edition, it not only retains the excellent aspects widely recognized by users but also incorporates the author's recent research achievements in advertising history theory. The book is divided into two parts: Chinese and foreign advertising history. The Chinese section covers the history of advertising in China from the primitive society to the end of the 20th century, describing its emergence and development in accordance with historical progress and analyzing its patterns in depth. It also includes dedicated chapters on the historical development of advertising in Hong Kong, Macau, and Taiwan, as well as on public service advertising. The foreign section, in addition to recording the development of ancient and modern advertising, focuses on introducing the modern advertising development in countries and regions such as the United States, Japan, the United Kingdom, France, Russia, and others, and provides an outlook on the development trends of advertising worldwide.